Media can significantly influence public perception of political candidates through framing, agenda-setting, and bias. By choosing which stories to highlight, media outlets can shape the narrative around a candidate, emphasizing certain issues while downplaying others. This can lead to public misconceptions or reinforce existing biases. Additionally, the tone and context of coverage—whether positive or negative—affect how candidates are viewed. Social media further amplifies these effects, allowing for rapid dissemination of both information and misinformation, which can swiftly alter public opinion.